Reporting tips & tricks

AdWords API Workshops – All rights reserved


Reporting tips & tricks

Takeshi Hagikura, Google, Inc.


● Reporting Concepts

● Reporting Tips

● Classification of Reports

● Useful Examples

● Recent Updates

Agenda


Reporting Concepts


Is one of the most important features for AdWords APIIt’s essential to run the cycle

Reporting

Account Creation

Prepare Creatives Bidding Check

Performance


Due to its complexity and large coverage, there were some undocumented behaviors.

We’ve made improved documents available

Documents for Reporting


Reporting Tips


● Distinguishes how impressions are recorded for Display Network

Suppose you are targeting - Age : 25-34- Topic : Books & Literature- Keyword : Science

Single versus Multi attribution


Only one of the triggering criteria will be recorded for a given impression in the following order.

Placement (most specific)AgeGenderTopicInterests and remarketing listKeyword (least specific)

Single attribution

Criteria Performance Criteria, Impressions25 to 34, 3


Up to one criterion in each dimension will have the impression recorded for it (This matches the AdWords UI).

Multi attribution

Age Range Performance Criteria, Impressions25 to 34, 3

Display Topic PerformanceCriteria, ImpressionsBooks & Literature, 3

Display Keyword PerformanceCriteria, ImpressionsScience, 3


Zero Impressions

<selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Impressions</fields></selector><includeZeroImpressions>true<includeZeroImpressions>

Campaign ID,Campaign,Clicks,Impressions79373208,ZeroCampaign1,0,079533768,ZeroCampaign2,0,077934528,Test Campaign,110,6197

stats for entities that have not been viewed


Zero Impressions

<selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Cost</fields> <fields>Impressions</fields> <predicates> <field>Impressions</field> <operator>GREATER_THAN</operator> <values>0</values> </predicates></selector>

Campaign ID,Campaign,Clicks,Impressions77934528,Test Campaign,110,6197

To explicitly exclude

AWQL

Select CampaignId, CampaignName Clicks, Cost, Impressions from CAMPAIGN_PERFORMANCE_REPORTWhere Impressions > 0


Things to remember for Zero Impressions● Starting with v201309, such reports throw an error if the

includeZeroImpressions flag is set to true○ Keywordless Category Report○ Keywordless Query Report○ URL Performance Report○ Search Query Performance Report

● Implicit exclusion○ With Segment fields

● Another use of zero impressions○ providing account structure


Split the data by segments

Segmentation

<selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields></selector>

Campaign ID,Clicks,Impressions79373208,2,2079533768,3,40

<selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> <fields>AdNetworkType1</fields></selector>

Campaign ID,Clicks,Impressions,AdNetworkType179373208,2,20,Search Network79373208,0,0,Content Network79533768,2,30,Search Nework79533768,1,10,Content Network


● Any of the Segment fields disable includeZeroImpressions automatically.

● Must be used with any Metric (Impressions, Clicks, Cost … etc) fields

Things to remember for Segmentation

<selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>AdNetworkType1</fields></selector>

Sement fields without Metric fields

Campaign ID,Campaign,NetworkTotal, --, --

No rows will be returned


● Keyword ID 3000000● All keywords on the display network will be represented by a

special keyword (text: "Content") with ID 3000000in single attribution reports (e.g. Keyword Performance Report)

Special Keyword ID

Keyword Performance ReportKeyword ID,Impressions, Keyword23458623485,2,flower 23458623815,4,health3000000,4, Content

To retrieve detailed stats for each keyword, use Display Keyword Performance Report


● Keyword ID 3000006

● A criteria ID of 3000006 represents stats associated with the Display Campaign Optimizer.

Special Keyword ID

http://www.google.com/ads/innovations/displayoptimizer.html




Classification of reportsKnow when to use what report


CriteriaDestination URLDisplay Keyword PerformanceDisplay Topics PerformanceGender Performance Geo PerformanceKeywordless CategoryKeywordless QueryKeywords PerformanceManaged Placements PerformancePlaceholder Feed ItemPlacement PerformanceSearch Query PerformanceShared Set CriteriaShared SetURL Performance

Account PerformanceAccount Reach FrequencyAd PerformanceAd Extensions PerformanceAd Group PerformanceAd Group Reach FrequencyAge Range Performance Audience PerformanceAutomatic Placements PerformanceBudget PerformanceCall Metrics Call DetailsCampaign PerformanceCampaign Ad Schedule TargetCampaign Location TargetCampaign Negative Keywords PerformanceCampaign Negative LocationsCampaign Negative Placements PerformanceCampaign Platform TargetCampaign Reach FrequencyCampaign Shared SetClick PerformanceCreative Conversion

● 38 reports available

As of October 2013


● Reports intended to retrieve stats for Display Network● Multi attribution (Should match one of the AdWords UI tabs)

● Display Keyword Performance Report● Placement Performance Report● Display Topics Performance Report● Audience Performance Report ● Gender Performance Report● Age Range Performance Report

● Single attribution ● Criteria Performance Report (To be precise, it includes Search Network)

Reports for Display Stats


● Reports to retrieve structural data on your account

● Campaign Performance Report

● Ad Group Performance Report

● Ad Performance Report

● Keywords Performance Report

Reports for Structural Data


● Reports for Stats in terms of each Dimension

● (Campaign / Ad Group / Account) Reach Frequency Report

● Geo Performance Report (Physical Location and User Interest)

● Destination URL Report

● URL Performance Report

● Creative Conversions Report

● Search Query Performance Report

● Call Metric Call Details (beta feature)

Reports for each Dimension


● Reports for Stats in terms of each Criteria

● Campaign Location Target Report

● Campaign Ad Schedule Target Report

● Campaign Platform Target Report

Reports for Criteria with Enhanced Campaign


● For Upgraded Ad Extensions (Sitelinks, Call, App)

● Placeholder Feed Item Report

● For Legacy Ad Extensions (Other Extensions)

● Ad Extension Performance Report

Reports for Ad Extensions


● For Dynamic Search Ads ● Keywordless Category Report ● Keywordless Query Report

● For Shared Sets (Beta feature)● Shared Set Report● Shared Set Criteria Report ● Campaign Shared Set Report

Refer to the document (goo.gl/592gj) for all reports and available fields

Other Reports

http://goo.gl/592gj


Useful Examples


● Get structural information on your account, pulling a number of reports in one go.

Structure Reports

External CID: 2584197734, "Test Account".Campaigns:+-CampaignId: 103196054 "TestCampaign", (deleted). +--With an Amount of 50.0, a Bidding Strategy of "cpc", showing 0 Impressions. +-- AdGroupId: 4486349654, "AdGroup Test Account" (paused) +-- AdGroupId: 4654290014, "AdGroup Test Account 3" (paused) +-- AdId: 17462687174, "Free Wibbles" (enabled) +-- AdId: 17462687294, "Free Wobbles" (enabled)Keywords:Criteria/KeywordId: 384251319 - [woozles] (+) - pending review.Criteria/KeywordId: 384251319 - [woozles] (+) - pending review.

Complete example available at goo.gl/Jt4gDZ

http://goo.gl/Jt4gDZ


● End-to-End example using Ruby on Rails

AdWords API on Rails

Complete example available at goo.gl/HBzoMi

● Authorization with OAuth2.0 schema and credentials re-use.

● Simple service request (CampaignService.get) and displaying the results.

● Basic reporting functionality

http://goo.gl/HBzoMi


● End-to-End example using OAuth2 on App Engine

AdWords App Engine (Python) Reporting

Complete example available at goo.gl/30Rhrq

http://goo.gl/30Rhrq


Recent Updates


● New reports○ Age Range Performance Report○ Gender Performance Report

● Out of beta○ Keywordless Category Performance Report ○ Keywordless Query Performance Report○ Campaign Location Target Report

Starting from v201309


● New Fields○ GCLID (Google Click ID) in Click Performance Report

● Placement Performance Report○ Started returning automatic placements



● Stats objects in services have been removed.■ Use Reporting from v201309 on.

● All fields that were available with Stats objects before v201309 are available with AdHoc reports


Refer to this blog post for more details. goo.gl/CGkyC9

http://goo.gl/CGkyC9


Resources, Reporting Basic Guide - http://goo.gl/07KaHvReporting Concept - http://goo.gl/FoOIQ3Structure Reports - http://goo.gl/Jt4gDZDemo applications - http://goo.gl/hMnsm5

http://goo.gl/07KaHv

http://goo.gl/FoOIQ3

http://goo.gl/Jt4gDZ

http://goo.gl/hMnsm5


Questions?


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Reporting tips & tricks